Brewing a game changing social approach

London Pride’s social strategy had gone flat; their paid social approach was completely disconnected from what they were posting on their owned channels and they were struggling to connect with their followers — we teamed up to brew a new approach and content to be proud of.

The Challenge

London Pride needed a paid social strategy with the quality to attract new followers, as well as giving existing fans of the brand content to get excited about.

The lack of clear approach meant the brand were missing out on a wealth of potential learnings and ultimately not engaging with their audience.

To compound this their community management was also lacking, meaning existing fans of the brand were out in the cold.

THE APPROACH

Our clear objective was an integrated approach between paid & owned social.

If we could unify the approach we knew there was massive potential to reach a wider audience of London Pride drinkers — we needed a social and content strategy reset.

Taking stock

We led an in-depth social audit of the London Pride channels and identified the need to implement hygiene and best practice initiatives to increase the brand’s social presence.

This was a vital part of defining the new strategy, helping us clearly define the role of each social channel as well as the ideal brand behaviour when engaging with their audience.

A new normal

As part of the new strategy we explored innovative social-first formats across Facebook, Instagram and Twitter and defined a detailed paid social approach focused on key areas:

Hitting awareness and traffic KPIs
Enhancing the content in feed
Increasing overall engagement
Showing off organic content

Collaboration & EVOLUTION

As media experts ourselves we were able to work closely with London Pride’s third-party media agency to deploy paid social activity in line with our recommendations whilst collaboratively monitoring performance, ensuring we’d be evolving the approach month-on-month.